A brand identity for a fine jewellery brand that celebrates African culture, while appealing to a Western aesthetic. Positioned within the mid-range luxury market, the jewellery is gold-plated using high-quality techniques for lasting wear.

The client’s brief was to create a brand that resonates with women who value quality, craftsmanship, and meaningful pieces, but without relying on literal ‘African’ visual tropes. We focused on communicating the brand's core values: empowerment, connection to heritage, and a sense of understated luxury, and evoked a sense of Africa in a subtle, modern way.